Method and system for addressable and program independent advertising during recorded programs

ABSTRACT

A system and method for delivering addressable or targeted advertising to subscribers during programming that the subscribers have recorded identifies the timing and characterization of programs to be recorded and the probable subscriber of those programs. Using the subscriber profiles of those subscribers, either already developed or generated on-the-fly based on program selection, and ad characterizations/profiles, the system generates a schedule of advertisements to be inserted into the avails (advertising opportunities) of the programming as it is recorded. The schedule generated can depend on correlations or matching between the ad profiles and the subscribers&#39; profile, scheduling requirements (i.e., contracts and sales with advertisers) and timing. This system allows for targeted advertising to be delivered to subscribers during recorded programming and thus provides for additional opportunities for advertisers to reach subscribers in a highly addressable fashion.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a continuation of co-pending U.S. patent applicationSer. No. 09/680,622 filed on Oct. 6, 2000, entitled “Method and Systemfor Addressable and Program Independent Advertising during RecordedPrograms,” the entire disclosure of which is incorporated herein byreference.

This application is related to the following U.S. applications: Ser. No.09/635,252 filed on Aug. 9, 2000, now abandoned, entitled “SubscriberCharacterization Based Electronic Program Guide Data”; Ser. No.09/635,253 filed on Aug. 9, 2000, now U.S. Pat. No. 6,714,917, entitled“Subscriber Identification Based on Electronic Program Guide Data”; andSer. No. 09/635,542 filed on Aug. 10, 2000, entitled “GroupingSubscribers Based On Demographic Data”. This application is also relatedto the following co-pending U.S. provisional applications: 60/183,411filed on Feb. 18, 2000, entitled “Ad Management System”; 60/183,409,filed on Feb. 18, 2000, entitled “Ad Matching Service”; 60/196,375 filedon Apr. 12, 2000, entitled “Ad Matching Service”; and 60/229,156 filedon Aug. 31, 2000, entitled “Method and System for Addressable andProgram Independent Advertising”. The disclosures of all of theseapplications are incorporated herein in their entirety.

BACKGROUND OF THE INVENTION

The present invention relates generally to scheduling and delivery oftargeted television advertisements (ad), and specifically to deliveringthe targeted ads during programming that a viewer (subscriber), orsubscriber's agent, has chosen to record. The present invention alsorelates to delivering the targeted ads to a programmed recording device,wherein automatic programming of the programmed recording device isperformed using an electronic program guide (EPG).

Television (TV) advertising is a major component in assistingmanufacturers, distributors, vendors, and other organizations interestedin publicizing their product, brand, service, or viewpoint, in reachingsegments of the public. Moreover, TV advertising subsidizes the cost ofa large part of TV programming delivered to consumers. Advertiserscommonly wish to deliver (target) certain ads to one or more groups ofsubscribers, such groups having particular demographic characteristics,such as income, age, gender, etc. These advertisers typically haveaccess to market and demographic studies that allow them limited controlover delivering their ads to specific groups of subscribers. One suchmethod is “linked sponsorship”, well known and used in the advertisingindustry. Linked sponsorship involves determining what demographic groupor groups watch particular programming (e.g., from Nielsen data), andthen buying (or contracting for) commercial spots during those programsfor which the demographic viewership matches the desires of theadvertiser. Improvements over the linked sponsorship model have beendeveloped which allow advertisers to target their ads to the appropriateviewers or groups of viewers more efficiently. Such systems aredisclosed in applicants U.S. application Ser. Nos. 09/591,577 filed onJun. 9, 2000, entitled “Privacy-Protected Advertising System”;09/268,519 filed on Mar. 12, 1999, now U.S. Pat. No. 6,298,348, entitled“Consumer Profiling System”; 09/268,526 filed on Mar. 12, 1999, now U.S.Pat. No. 6,216,129, entitled “Advertising Selection System SupportingDiscretionary Target Market Characteristics”; and 09/553,637 filed onApr. 20, 2000, now U.S. Pat. No. 6,820,277, entitled “AdvertisingManagement System for Digital Video Streams”. All of these applicationsare hereby incorporated herein by reference. These systems provide,inter alia, for the collection and processing of consumer and subscriberdata in order to develop a profile for a subscriber or group ofsubscribers. These profiles, along with ad characterizations and otheradvertiser requirements, are used to match and deliver “targeted” ads tosubscribers such that subscribers receive ads more appropriate for them(i.e., of more interest and hence more effective). An additionalimportant feature of these systems is that they provide for delivery andstorage of ads at the set-top box (STB), and program independentinsertion and presentation of these ads to the subscriber. Thesetargeted advertising systems provide advertisers with the means totarget and reach subscribers of interest to them more effectively.

Recording TV programming is quite common among TV viewers (subscribers).The recording of programming allows the subscriber more flexibility inwhat and when the subscriber watches programs of interest to thatsubscriber. This is particularly true in the cable TV arena where dozensto hundreds of programming choices are simultaneously available to thesubscriber. Programming a Video Cassette Recorder (VCR) or otherrecording device can be a tedious process, for example, it may requirenavigating a complex programming menu, and the exact date and time ofthe desired programming must be obtained by the subscriber before anyprogramming of the VCR can begin. Systems have been developed tosimplify the recording process by reducing the number of keystrokes andproviding a way for a subscriber to automatically program their VCRusing program schedule information. Young et al. (U.S. Pat. No.4,706,121) discloses a system for controlling VCR operation viabroadcast scheduling information. Yuen et al. (U.S. Pat. Nos. 5,974,222,and 6,049,652) disclose a system allowing the subscriber to programtheir VCR to record a program that is selected from the EPG. Jackson(U.S. Pat. No. 5,963,264) also discloses a method for automaticallyprogramming a recording device via an EPG. All of the aforementionedpatents are hereby incorporated by reference. These and other systemsprovide for “one-touch record”, wherein the subscriber identifies aprogram (i.e., via the EPG) that the subscriber wishes to record. Thesubscriber, while highlighting the desired program, presses a specialrecord button on the remote control, which then programs apre-configured recording device to record that program (i.e., thatchannel and that time according to the EPG). Another feature of theinteractive EPG, disclosed in those patents is that of a subscriberbeing able to select or “flag” a future program for watching. When theprogram selected begins, the EPG notifies the subscriber, oralternatively tunes directly to the selected program.

In the advertising systems mentioned above, delivery to the subscriberof targeted or program independent advertising is accomplished while thesubscriber is viewing a particular program. Targeted ads can bedelivered with particular programming or they can be inserted at the STBand presented to the subscriber independent of the programming beingviewed. However, many times a subscriber wants to record a program, forexample, when the subscriber wishes to ‘watch’ two shows that arebroadcast concurrently. Systems that allow for recording a program whileconcurrently watching a different program are well known in the art. Inanother example, the subscriber merely wishes to watch a particularprogram at a different time than when that program is actuallybroadcast. The subscriber may program their preferred recording device(i.e., via the EPG) to record such programming. In some systems,targeted ad delivery is dependent on detecting viewership (i.e.detecting whether or not the TV is on, or whether or not there areregular commands from the remote control). However, when a program isrecorded, the TV is not typically on, and the subscriber is not present.Thus, targeted ad delivery is not performed. The ability to delivertargeted advertising to subscribers, independent of when they watch aprogram is desirable, and thus delivering ads during recordedprogramming is desirable.

For the foregoing reasons, there is a need for a method and system bywhich targeted and/or program independent advertisements can bescheduled, delivered and presented to the subscriber while thesubscriber is watching recorded programming. There is also a need to beable to deliver targeted advertising to subscribers during programmingthat they have selected or “flagged” for future watching. There is afurther need for identifying the increased number of targetedadvertising opportunities (avails) available in recorded or flaggedprogramming, and delivering targeted ads to the subscriber in theseavails so that the subscriber will receive addressable advertising whenviewing the recorded or flagged program. There is a further need forinserting targeted advertising into programming scheduled to be recordedthrough the EPG, and for being able to utilize the EPG data tocharacterize programming and viewership such that optimum ad-viewer(subscriber) matching can be achieved.

BRIEF SUMMARY OF THE INVENTION

The present invention comprises a method and system for deliveringaddressable, or targeted, advertising to subscribers during programmingthat the subscribers have recorded. In one embodiment of the presentinvention, targeted ads are delivered during programming that has been“flagged” for future viewing. Specifically, the present inventionprovides the means to deliver highly targeted, and in some cases,individualized ads, to subscribers that have programmed a recordingdevice to record one or more programs. This targeted advertising systemidentifies the timing and characterization of programs to be recorded,and the probable subscriber or subscribers of those programs. Usingsubscriber profiles, either already developed or generated on-the-flybased on program selection and ad characterizations/profiles, the systemgenerates a schedule of ads to be inserted into the avails (advertisingopportunities) of the programming as it is recorded (or as it isdisplayed), and inserting the ads according to the schedule. Theschedule generated can depend on, inter alia, correlations or matchingbetween the ad profiles, the subscribers' profiles, schedulingrequirements (i.e., contracts and sales with advertisers), and timing.In one embodiment, the schedule, along with the ads, are delivered tothe set-top box (STB) for insertion during the recorded programming. Inanother embodiment, the ads are periodically delivered and stored on theSTB and the STB generates the schedule based on a scheduling algorithm.Ads are inserted into the avails according to the schedule and a recordof such insertion is generated to be used for billing. This systemallows for targeted advertising to be delivered to subscribers duringrecorded programming and thus provides for additional opportunities foradvertisers to reach subscribers in a highly addressable fashion.

According to one embodiment of the present invention, a subscriber usesan electronic program guide (EPG)-record feature to program theirrecording device to record a specific program or a specific time block.The programming to be recorded is selected via the EPG, and a specialrecord button is pressed or menu option chosen to record the selectedprogram. The recording device is then programmed according to the EPGschedule or alternatively is activated by the EPG at the appropriaterecording time.

In another embodiment, the EPG is used to flag or select a program forfuture viewing. Targeted advertising can be scheduled and delivered inadvance of the programming and displayed during the selectedprogramming.

Another object of the present invention is to provide additionaltargeted advertising opportunities by allowing for targeted ad deliveryand presentation to be accomplished during a recorded program, inaddition to the targeted advertising performed during “real-time”viewing by the subscriber. Moreover, in cases where a subscriber wishesto record one or more programs while simultaneously viewing anotherprogram, the present invention allows for targeted advertising to bedelivered with both the program being viewed and with the recordedprogram. This method works for systems that can record one or moreprograms concurrently with the viewing of another program.

It is a further object of the present invention to allow for grouping ofsubscribers and the delivery of targeted advertisements to groups ofsubscribers in which members of the groups have programmed theirrecording device to record one or more of the same programs or haveflagged one or more of the same programs for future viewing.

It is yet another object of the present invention to allow for theinsertion of targeted advertising during the recording of programming oralternatively, when the programming is being viewed (i.e., displayed ona monitor)

Another object of the present invention is to allow for the customizedcreation of avails (advertising opportunities) in the recordedprogramming.

These and other features and objects of the present invention will bemore fully understood from the following detailed description of thepreferred embodiments, which should be read in light of the accompanyingdrawings.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

The accompanying drawings, which are incorporated in and form a part ofthe specification, illustrate the embodiments of the present inventionand, together with the description serve to explain the principles ofthe invention.

In the Drawings:

FIG. 1 is a context diagram illustrating use cases and responsibilitiesof various elements of the system, according to one embodiment;

FIG. 2 is a process flow diagram, illustrating one mechanism ofachieving targeted advertising, according to one embodiment;

FIG. 3 illustrates ad insertion at the STB, according to one embodiment;

FIG. 4 illustrates the increase in the number of avails for targetedadvertising when targeted advertising is directed to recordedprogramming, according to one embodiment; and

FIG. 5 illustrates an example architecture for the delivery of multiplepresentation streams with targeted advertisements, according to oneembodiment.

DETAILED DESCRIPTION OF THE INVENTION

In describing a preferred embodiment of the invention illustrated in thedrawings, specific terminology will be used for the sake of clarity.However, the invention is not intended to be limited to the specificterms so selected, and it is to be understood that each specific termincludes all technical equivalents which operate in a similar manner toaccomplish a similar purpose.

With reference to the drawings, in general, and FIGS. 1 through 5 inparticular, the method and system of the present invention is disclosed.

FIG. 1 illustrates a use case diagram of an exemplary embodiment of thecurrent invention. A subscriber 110 programs (by himself or through anautomated agent) a recording device, such as a Video Cassette Recorder(VCR) or a Set-Top Box Hard Drive (STB HD), to record one or moreprograms that the subscriber 110 desires to watch or interact with insome way (120). As discussed above, many methods for programming arecording device to record one or more upcoming programs is well knownto those of ordinary skill in the art. In a preferred embodiment, thesubscriber 110 utilizes an electronic program guide (EPG) to identifyone or more programs that the subscriber 110 wishes to record (122). Asone skilled in the art knows, the subscriber 110 can select (i.e.,highlight) one or more programs listed or advertised in the EPG forrecording. By selecting a program in the EPG, and then “clicking” aspecial button on the remote, the program selected will be automaticallyrecorded by the subscriber's preferred recording device. There are othermethods of programming a recording device to record programming,including but not limited to conventional on-screen VCR programming(124) or simply pressing the record button on the recording device tostart recording.

It is to be understood that although the description of the invention isgiven with reference to a preferred embodiment of utilizing the“EPG-record” feature, any and all other methods of recording programmingare equally adapted to and embraced by the present invention, as will beevident to those of ordinary skill in the art. Furthermore, the selectedprograms could be currently running (in which case, the recording wouldbegin immediately), or the programs selected could be in the near ordistant future depending on how far in advance the EPG data extended.Also, the subscriber 110 would be able to watch one show whilesimultaneously recording others.

An Advertisement Management System (AMS) 112 receives notification of anupcoming record session (130). A preferred embodiment of the AMS 112 isdescribed in applicants co-pending U.S. Provisional application No.60/183,411 filed on Feb. 18, 2000 entitled “Ad Management System”. TheAMS 170 may be located at a recording device or a STB. In a preferredembodiment, the AMS 112 is located remote from the STB, such as at aCable TV Head End (HE).

In another embodiment, the subscriber 110 may select or “flag” a futureprogram for watching (126). As discussed above, when the programselected begins, the EPG notifies the subscriber 110 or alternativelytunes directly to the selected program. The AMS 112 is notified of anupcoming flagged event (136).

The selections of programs to record or programs that have been flaggedmay be sent directly from the EPG or VCR (depending on the method usedto program the recording) to the AMS 112. The record and/or flagfeatures could be configured to automatically send notification to theAMS 112 or alternatively, the AMS 112 could periodically poll therecording device or EPG record and/or flag databases to gain access tothe programmed record and/or flag schedules.

After receiving notification of a future record (130) or flagged (136)event, the AMS 112 characterizes the particular program (140). The AMS112 characterizes the program by gathering data including, but notlimited to, timing, duration and programming (i.e., title and categoryof program, description of program, etc.). Such programming informationcould be extracted from a variety of sources, but in a preferredembodiment, the programming information is retrieved from the EPGdatabase (142), as described in applicants co-pending U.S. applicationSer. No. 09/635,252 filed on Aug. 9, 2000 entitled “SubscriberCharacterization Based on Electronic Program Guide Data”.

The AMS 112 also identifies probable subscribers (150) who would bewatching the program that has been identified as being recorded orflagged. This identification may be based on the characterization of theprogram (140). In a preferred embodiment, the potential or probablesubscribers are identified by a subscriber ID. Such identification isused to obtain a subscriber profile that is used to allow for the mostefficient matching and targeting of ads to be scheduled and deliveredduring the recorded programming. The identification could be that of a“household,” (i.e., the profile or aggregate profile of the entirehousehold), a particular STB within that household (i.e., differentsubscribers within the household frequent one STB preferentially toothers), or of a particular unique subscriber. Subscriber identificationbecomes increasingly important when it is recognized that a uniquehousehold may comprise multiple distinct subscribers and each subscribermay have a unique profile. For instance, each of several STBs within ahousehold may be associated with a different subscriber and thus have adifferent profile. Thus, the STB used to record (or receive) the programto be recorded would be identified with a profile corresponding to aparticular subscriber 110. Alternatively, a single STB could be used formultiple subscribers 110 and would be assigned a particular profilebased on the different times and/or for different events that areflagged or programmed to be recorded.

In a preferred embodiment, the subscriber's profile could be one ofseveral unique profiles corresponding to unique individuals within thehousehold. Methods of subscriber identification are known in the art(i.e., entering a personal identification number (PIN) or using anindividual remote). A novel method of identifying one subscriber fromseveral subscribers that use the same remote and STB is described inapplicants co-pending U.S. application Ser. No. 09/635,253 filed on Aug.9, 2000 entitled “Subscriber Identification Based on Electronic ProgramGuide Data”, which is hereby incorporated by reference. This applicationdescribes how subscriber interaction with the remote, including volumechanges, rapidity of channel changes, methods and characteristics ofinteracting with the EPG, etc., are used to develop a subscriber“identity profile”, such a profile being used to distinguish onesubscriber 110 from a multitude of subscribers 110 using the sameremote/STB.

Once the potential and probable subscriber is identified, the profile ofthe subscriber is retrieved (160) such that optimal ad matching andtargeting can be accomplished. Moreover, the profile retrieved can beupdated based on the latest interaction with the EPG (i.e., theprogramming selected to record can be used to contribute to the profileof the subscriber). Methods of developing subscriber profiles based uponclick-stream data and demographic databases are described in detail inapplicants' co-pending U.S. application Ser. No. 09/635,542 filed onAug. 10, 2000 entitled “Grouping Subscribers Based on Demographic Data”.Although the profile used to match and target ads in the recordedprogramming would be, in a preferred embodiment, the profile of theindividual (or individual's agent) that programmed the recording device,it is also possible for the programmer to select a profile to use (i.e.,other than their own). This would be useful in the case that oneindividual recorded a program for another individual. Algorithmic meanscould also be employed to statically predict the probable subscriber ofthe recorded programming (i.e., based on its context and timing). Usingone or more of the above-described means, the subscriber profile isobtained by the AMS 112.

Having obtained the specifics of what will be recorded and who (i.e.,what profiles) will be watching the recorded programming, the AMS 112can either group the subscribers (170) and build a schedule of ads to bedelivered with and/or inserted into the recorded programming (180). Thetargeted ads are inserted into the program based on the schedule (190).In the preferred embodiment, the targeted ad insertion occurs at the STBas the programming is being recorded (192). In one alternativeembodiment, the ad insertion occurs at the HE. The applicablepresentation stream (program stream with targeted ad) is delivered tothe subscriber 110 (194). In an alternate embodiment, the insertionoccurs during playback. Mechanisms for ad characterization, matching,scheduling, and sales are described in applicants co-pending U.S.application Ser. Nos. 09/591,577 filed on Jun. 9, 2000 entitled“Privacy-Protected Advertising System” and 09/268,526 filed on Mar. 12,1999 entitled “Advertising Selection System Supporting DiscretionaryTarget Market Characteristics”, which are herein incorporated byreference.

FIG. 2 illustrates an exemplary method for targeting ads in programs tobe recorded or programs that are flagged. A subscriber 110 programs arecording devise to record a particular TV program (step 200). In apreferred embodiment, the subscriber 110 programs TV programs to recordwith an EPG. The recording schedule is either retrieved from the EPG bythe AMS 112 or the EPG sends the recording schedule to the AMS 112 (step205). The AMS 112 characterizes the programs to be recorded (step 210).The subscriber 110 may also flag a TV program to be viewed at a latertime (step 215). The AMS 112 characterizes the flagged programs (step210). Regardless of whether the TV program is programmed to be recordedor is flagged for viewing at a particular time, the AMS 112 identifiesprobable or potential subscribers 110 (step 230). The AMS 112 thenretrieves and updates profiles for these subscribers 110 (step 240).Based on the identified programs and the identified subscriber profilesthe AMS 112 generates a schedule of avails and matches ads with theseavails (step 250). The targeted ads are then delivered during theprogram (step 260).

FIG. 3 illustrates ad insertion at a STB 300, according to oneembodiment of the present invention. Ads are stored locally in the STB300 and are inserted into programming avails according to a schedulegenerated by the AMS 112. In a preferred embodiment, the AMS 112 wouldbuild such a schedule based on ad scheduling sales and contracts, adprofile and subscriber profile matching, and advertiserrequirements/desires and constraints. Such functions of the AMS 112including ad-subscriber matching, ad scheduling, ad delivery, and adinsertion, are described in detail in applicants co-pending U.S.provisional application Nos. 60/183,409 filed on Feb. 18, 2000 entitled“Ad Matching Service”, 60/196,375 filed on Apr. 12, 2000 entitled “AdMatching Service”, and 60/229,156 filed on Aug. 31, 2000 entitled“Method and System for Addressable and Program Independent Advertising”,all of which are incorporated herein by reference. Moreover, in cases ofnon-live (i.e. prerecorded) broadcast, the avail schedule may be knownmore definitively in advance, which may allow more efficient scheduling.

In a preferred embodiment, ad insertion is performed at the STB 300 withads being delivered and stored at the STB 300 for subsequent insertionaccording to a schedule. Alternatively, ad identifiers are sent orstored at the STB 300. When an ad is to be inserted in the programming,the appropriate ad identifier is used to request the ad (i.e., from astreaming media server). The scheduler would form a schedule of ads tobe inserted into the recorded programming. This schedule could take onmany forms, but in a preferred embodiment, it is in the form of an adqueue as described in applicants co-pending U.S. application Ser. No.60/229,156 filed on Aug. 31, 2000 entitled “Method and System forAddressable and Program Independent Advertising”. As described in thatapplication, such an ad queue can be used to accomplish, inter alia,targeted and program independent advertising.

One aspect and advantage of the invention that needs to be emphasized isthe creation of additional opportunities for the delivery of targetedadvertising. Additional avails maybe created by the system itself (i.e.,advertising during a premium or PPV event). However, because asubscriber 110 may record one or more programs while concurrentlywatching one or more other programs, it is readily apparent that more“avails” exist for the delivery of targeted ads. For instance, while asubscriber 110 is watching one prime time program, another one is beingrecorded. The number of prime-time avails in this example has doubled.

FIG. 4 illustrates how one subscriber 110 is watching one program whilerecording another program, the number of avails for targeted advertisingis effectively doubled from a case in which the subscriber 110 onlywatches one program. This could happen when there is only one receiverin the home and two or more different subscribers 110 want to watchdifferent programs that are aired at the same time. It could also be thecase that one subscriber 110 wants to watch two programs that arebroadcast concurrently. Other circumstances that illustrate theopportunity to take advantage of the number of increased availspresented because of the recording of programming include using, toreceive and record programming, multiple STBs, a STB with multipletuners, and Residential Gateways (RGs) that can distribute multiplechannels simultaneously to various household devices (i.e., TVs andVCRs).

In an alternative embodiment, the ad matching and ad scheduling is doneat the STB 300 (as opposed to the HE). Based on the programming, thesubscriber profile, and the advertisements contracts or sales (i.e., adpriorities), one or more algorithms resident and executing on the STB300 receive the record schedule and generate a queue of ads that the STB300 will insert and display during the avails of the recordedprogramming. It is to be understood that ad matching and scheduling canbe done to varying degrees at either the STB 300 or the HE depending onthe desired implementation, but where the matching and scheduling isperformed does not affect the inventive concept of targeted advertisingduring recorded programming.

The following is an example scenario of how the method and system of thepresent invention would be used to effect targeted advertising during arecorded program. A subscriber 110, using an EPG, identifies a programthat the subscriber 110 wishes to record, and uses the EPG-record (i.e.,VCR+ function) button on the remote control to select that program forrecording.

In a preferred embodiment, the potential subscribers 110 of the recordedprogramming are identified and their profiles are accessed and used,along with other inputs, to determine which ads will be presented in therecorded program. There could be an additional feature of theEPG-record, allowing for the identity(ies) and thus the profile(s) ofthe actual subscribers 110 to be determined. The advertising targeted tothe view would be determined based on the appropriate profile, oralternatively as described above, a subscriber identification functionwould be performed to associate the recording session with one or morespecific profiles. The schedule generated is used to deliver targetedads in the programming to be recorded.

The present invention also allows for the customized creation of avails(advertising opportunities) in the recorded programming. In a preferredembodiment, ads are inserted into programming at the STB 300, the adshaving been delivered to and stored at the STB 300 or requested inreal-time from another source at the time of insertion, customizedcreation or modification of avails is possible. For instance, when asubscriber 300 records a conventional “commercial free” program such asa PPV program or premium channel (i.e., HBO), avails can be createdbefore and after the recorded program (or even during a customizedIntermission). For example, the recording device could begin recording afew minutes before the start of the recorded programming, and customizedads could be inserted into this space. Ads could also be inserted intothe end of programming by causing the recording device to record for afew additional minutes. Typically, movies are scheduled in a time frame(i.e. 2 hrs) but do not run for this long. Targeted advertising could beinserted into the space between the end of the movie and the end of therecording period.

According to one embodiment of the present invention, the grouping ofsubscribers 110 and the delivery of targeted ads to groups ofsubscribers 110 in which members of the groups have programmed theirrecording device to record the same programming are accomplished.Popular programs, debuts, sports and political events, and all otherprogramming which expect a large audience, will typically be recorded bysubscribers 110 who can not watch the program during the broadcast(i.e., they're watching or doing something else). In thesecircumstances, a large number of subscribers 110 may program theirrecording device to record the same program. These programmedinstructions can be retrieved by the AMS 112, and targeted advertisingcan be delivered to groups and sub-groups within this recordingpopulation. This targeted advertising can be accomplished by adinsertion at the HE as described in applicants co-pending U.S.application Ser. No. 09/635,542 filed on Aug. 10, 2000 entitled“Grouping Subscribers Based on Demographic Data”, which is herebyincorporated by reference.

FIG. 5 illustrates an example architecture for the delivery of multiplepresentation streams with targeted ads. The above application describesa method for grouping subscribers, and matching ads to those subscribergroups. At the HE, multiple presentation streams are createdcorresponding to the subscriber groups and targeted ads are inserted anddelivered with these streams to the appropriate group(s). Thesubscribers belonging to a common group will receive and recordprogramming containing targeted ads. In this system, ad insertion occursat the HE, not at the STB 300. The programmed record schedule (i.e., viathe EPG) would be transmitted to the HE, groups of subscribers 110identified or formed, and targeted ads inserted and delivered to targetgroups during that programming for which subscribers 110 had programmedtheir recording device to record (i.e., via the EPG).

In an alternate embodiment, the EPG is used to flag or select a programfor future viewing. Such an EPG “notify to watch” feature is well knownin the art as mentioned above. Targeted advertising can be scheduled anddelivered in advance of the programming and displayed during theselected programming. The AMS 112 would detect that a subscriber 110 hadflagged a program for future viewing. A new or revised ad schedule orqueue could be generated in anticipation of the flagged programming,taking into account, inter alia, the program characteristics, and itsderivative effects (i.e., identify and update profile of subscriber)thus improving the efficiency of the targeting of advertisements.

Although this invention has been illustrated by reference to specificembodiments, it will be apparent to those of ordinary skill in the artthat various changes and modifications may be made that clearly fallwithin the scope of the invention. The invention is intended to beprotected broadly within the spirit and scope of the appended claims.

1. A method of delivering targeted advertisements to a plurality ofvideo recording devices associated with a plurality of subscribers, themethod comprising: (a) receiving recording schedules from one or more ofthe subscribers, wherein the recording schedules identify programs to berecorded by the one or more subscribers on the associated videorecording devices; (b) retrieving demographic data for the one or moresubscribers; (c) assigning the one or more subscribers to at least onemarket segment based on the demographic data and the received recordingschedules; (d) associating one or more targeted advertisements to theeach of the at least one market segments; (e) delivering the targetedadvertisements to the video recording devices associated with the marketsegments.
 2. The method of claim 1 wherein step (a) includescharacterizing the programs to be recorded.
 3. The method of claim 2wherein the assigning of step (c) is based on the characterization ofstep (a).
 4. The method of claim 2 wherein the characterization in step(a) is performed using data from an electronic program guide.
 5. Themethod of claim 1 wherein step (a) includes generating the recordingschedules based on programming the video recording devices to recordprogramming.
 6. The method of claim 5 wherein said programming the videorecording devices is performed via an electronic program guide.
 7. Themethod of claim 1 wherein the assigning in step (c) is based on thecontent of the programs identified in the received recording schedules.8. The method of claim 1 wherein the assigning in step (c) is based onanalyzing data regarding subscriber interactions with an electronicprogram guide.
 9. The method of claim 1 wherein the targetedadvertisements are delivered prior to recording the identified programs.10. The method of claim 1 wherein the associating of step (d) is basedon a comparison of a profile of the targeted advertisements with each ofthe at least one market segments.